EU Eco-label for tourist accommodation services Ferienmesse Wien, January 20-23, 2005
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1 EU Eco-label for tourist accommodation services Ferienmesse Wien, January 20-23, 2005 Report March, 2005 Ernst Leitner, G&L Rainer Stifter, Energon On behalf of the European Commission ENERGON - 1 -
2 Tasks and goals Within the project Development and implementation of a marketing and communication strategy for the European Eco-label on countries with eco-labelled hotels (EU Eco-label and national labels) the contractors were present at Ferienmesse, January 2005, in Vienna. The Viennese Ferienmesse is the most important tourist fair in Austria with approximately 130,000 visitors. It addresses to trade (hotels and hotel groups, accommodations, tourist organisations, associations, tour operators, travel agencies, organisers, tourist magazines) and private visitors. The presentation of the European Eco-label on tourist accommodation services had following tasks: Active presentation to relevant stakeholders in tourism (tourist regions, hotel groups, journalists etc.) Raise the level of recognition among decision makers in tourism Find interested tourist businesses to apply for the European Eco-label Meet relevant tour operators to position this environmental award and achieve support - 2 -
3 Result 1. Participation at the Austrian Eco-label -stand On behalf of the Federal Ministry of Agriculture, Forestry, Environment and Water Management G&L organised a stand of 28 sqm with sufficient room for presentations. The EU Eco-label for tourist accommodation services was partner at the stand with one desk. The desk was hosted by Mr. Leitner and Mr. Tauchhammer two days. At the other days the desk was hosted by the collegues from the other desks. At the stand a large poster (100x70 cm) was put up and a lot of info-material was distributed Activities Duration Marketing Team Build up stand 19/1/2005 Mr. Ernst Leitner Mr. Susanne Schlaffer Day of Sustainable Tourism 20/1/2005 Mr. Ernst Leitner Mr. Stefan Tauchhammer Mr. Rainer Stifter Host the stand 20/-23/1/205 Mr. Ernst Leitner Acquisition 21/1/2005 Mr. Ernst Leitner Mr. Rainer Stifter Acquisition, dismantling 23/1/2005 Mr. Ernst Leitner Mrs. Susanne Schlaffer 2. Consumable materials We distributed following materials: approx. 250 folder Towards an environmentally sound future in German language (provided from the Austrian Competent Body) approx. 50 fact sheet Eco-label tourism in German language - 3 -
4 3. Advertising effects Presentation at the Day of Sustainable Tourism (congress room) Dates Personal contacts Visitors (at stand, at presentation) 20/1 Up to 80 participants Other days: visitors at stand 20-23/1 Approx. 10,000-12,000 Conclusion: The day of Sustainable Tourism was well advertised in the long mall with a large banner (7 m x 1,40). It displayed the Eco-label-logo in a size of about 75 cm. Moreover we distributed 1,500 invitations and 2,000 leaflets in the entrance mall. 4. Day of Sustainable Tourism in occasion of the Ferienmesse, 20 January 2005 In co-operation with Reed Exhibitions Vienna, Respect (a non profit organisation for sustainable environmental development) and the Federal Ministry of Agriculture, Forestry, Environment and Water Management we offered a comprehensive program for trade visitors on Sustainable Tourism in the Congress Hall of the exhibition site. One part of the presentation was dedicated to the EU Eco-label. Mr. Ilmar Tessmann, from Biolandhausarche, the first Austrian Eco-labelled hotel in Carinthia, presented his experience with the EU Eco-label. Following the presentation, Mr. Martin Büchele, representative of the Austrian Competent Body, introduced the EU Eco-label system and the application procedure. Mr. Erich Götzinger, a professional journalist from the Austrian broadcasting corporation, moderated with both a 10-minute-talkshow on the experience with sustainable tourism. Mr. Tessmann provided then a free weekend for two persons to win in a quiz-game, moderated by Mr. Götzinger
5 - 5 -
6 5. Acquisition One of the major objectives was to look for potential companies to apply for the EU Eco- Label. Another aspect was to discuss with representatives of certified hotels about their experiences and impressions about the EU Eco-label for tourist accommodation services. Our strategy was as follows: Identify potential regions and hotel groups with a context to nature and environment Find partners for the promotion of the EU Eco-Label (e.g. tourist provinces and tour operators) Find potential companies to apply for the EU Eco-label (hotels, hotel chains) The list of contacts plus results please see below in detail. Result in brief: Some promising contacts to tourist regions Some promising contacts to hotel groups All the important contacts will be followed up from the EU Eco-label marketing team! The acquisition team: Mr. Ernst Leitner, 20-23/1/2005 Mr. Rainer Stifter, 20/1/ Press relations The EU Eco-label was mentioned in all press activities:! Press release by G&L! Press release by Respect! Press conference on 14/1/2005 by Reed Exhibitions (with the Federal Ministry of Environment as partner)! Press releases from the Ministry and the City of Vienna! Issuing a press release in the press corner of the Exhibition - 6 -
7 7. Contacts The eco-label marketing team was very busy to meet as many relevant decision-makers in tourism as possible. The objective was primarily: Present the EU Eco-label (raise the level of recognition at stakeholders) Find partners for the promotion of the EU Eco-Label (e.g. tourist provinces) Find commitments with tour operators Find potential companies to apply for the EU Eco-label (hotels, hotel chains) In total we had 35 meetings with relevant persons (the talks took approx. 15 min to one hour each). The team at Ferienmesse Vienna: Mr. Ernst Leitner Mr. Stefan Tauchhammer Mrs. Susanne Schlaffer Mr. Rainer Stifter Vienna, March
8 8. Photogallery Mr. Tschulik, Austrian Competent Body at his statement during the official press conference of Reed Exhibitions Start up event of the Day of Sustainable Tourism with Mr. Josef Pröll, Environmental Minister and Mrs. Ulli Sima, City of Vienna The big stand, 28 sqm The EU Eco-label as partner at the stand Mr. Leitner answering questions Comfortable stand with presentation desks - 8 -
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